Building brand awareness through content creation and community engagement.

“Half of social network site users have shared news stories, images or videos, and nearly as many (46%) have discussed a news issue or event. In addition to sharing news on social media, a small number are also covering the news themselves, by posting photos or videos of news events.”

Voce Insight – Most college students may find it hard to find time to keep up with news. It’s very important, though, to stay up-to-date on what’s going on in the world – especially in the communications field. Find a way that works for you to stay on top of what’s happening both in the world as a whole and in the communications/social media industries.

“Facebook, Twitter, blogs, and other social media outlets have transformed the relationship between the members of the public and those communicating with them. The public relations process used to be singularly dimensional–“the filter down theory”–but the future of PR is now a conglomeration, primarily focused with facilitating an ongoing conversation while remaining on the forefront of innovations in the communication arena.”

Voce Insight – Public relations isn’t always traditional media. In fact, there is a huge emphasis on the importance of social media for brands in the PR world today. Social media ensures that a brand’s message keeps moving, creating brand exposure and grabs the attention of key influencers in its sphere.

“Of course we all want to appear to our coworkers and customers that we know everything about our company, service, or product. But, the truth is, none of us know it all and more than a few of the people we spoke to, told us how valuable it was to have their ego crushed. Why is this a great mistake to make? Because, once you know you can be wrong, you approach work differently knowing that your next decision might not be correct, but it will be a learning experience that leads you closer and closer to finding the most successful result.”

Voce Insight – Mistakes should be held up as high as successes in your career, if not higher. Remembering that failure is a necessary part of advancing can go a long way to saving your sanity. However, it is also true that there are some types of mistakes you truly would rather not make.

“The recruiting process can start and stop and be interrupted along the way. Maybe the company started interviewing external candidates but then had a couple internal people pop up. Or the funding for the position has come into question. There are a lot of “structural” reasons that a job opening might fall through that have nothing to do with your quality as a candidate.”

Voce Insight – The author sensibly points out that if a company doesn’t have the decency to respond to you after going in for an interview, you probably wouldn’t want to work for them anyways. If you’re not getting a response from a company, following up once and then thanking them for their time leaves you looking professional and poised to lock down the next opportunity that comes your way.

“Many companies, full-time recruiters, and individuals tweet about job openings as well as freelance opportunities. Keyword, key phrase, and hashtag searches can help you find a variety of communication positions, along with guest blog posting and speaking opportunities, which might help you land additional gigs.”

Voce Insight – There are more ways than ever to make contact and get in the room for an interview. Make sure you are exhausting all avenues to find the opportunity you want and the person you need to reach to make it happen.

“To decide the posts that surface to the top, Facebook is also going to factor the rate that people are liking or commenting on a post. Facebook currently looks at the total number of likes that a post received, but now it will look at when people like, comment and share posts.”

Voce Insight – This is an interesting update that comes as Facebook is trying to decide what it will become next. This change could shift it more towards being a source of hard news, something that Twitter has long done well.

“The redesigned profiles include three tabs: tweets, photos and favorites. The photos tab displays images you have tweeted, while favorites surfaces tweets you have favorited. User bios are also immediately surfaced in the profile view; previously, you had to swipe across the top of a person’s header image to view his or her bio.”

Voce Insight – Twitter updated its iOS app today with a new look for profiles that places additional emphasis on pictures. The emphasis on the bio means it’s more important than ever that students be clear about their experience, interests and what they want to do in their career in this space.

“The reporter will ask whatever questions they want to ask and they’ll write whatever angles they want to write. You can’t, no matter how hard you try, control the story. Instead of worrying about controlling the story, focus on what you can control: Your mouth.”

Voce Insight – Knowing exactly what you are talking about, respecting the right of reporters to ask the questions they want to ask and speaking genuinely in response will go a long way to establishing a positive rapport. Being quick to respond, accurate and fair will likely result in reporters acting in the same way.

“Media relations and public relations are often terms used interchangeably. Contrary to popular belief, the two are not the same. Media relations accomplishes one goal, and public relations accomplishes another.”

Voce Insight – Media Relations is an aspect of public relations. The terms are not interchangeable as media relations focuses solely on the relationship between the company and the media. They use different media outlets and coverage to tell the company’s story, rather than directly engaging with the publics and key stakeholders.

“Believe it or not, your professor has a life outside of teaching. With a hectic schedule they may not be able to quickly respond to an email regarding your situation. Give yourself at least a week before the application is due to request for a reference.”

Voce Insight – Like most things in life, relationships are key. Don’t be that student who never shows up to class and then expects a glowing reference. Stay committed in the classroom and out. Sign up for your professor’s office hours at least once during the semester and use that time to ask academic major/ career advice. The more engaged and dedicated you are, the more likely it is that your professor will want to recommend you.

“When it comes to networking, practice makes perfect — and it’s often easier to establish a professional relationship with influential contacts while you’re still in school. Alex Mooradian, CEO of Readyforce, says that students shouldn’t hesitate to reach out to business leaders or alumni at companies and in industries in which they’re interested.”

Voce Insight – It may not feel like it, but your college years are when you have the most career resources at your fingertips. Take advantage of the career center on campus and build relationships with your professors. They will have contacts and references that may help you land that first post-college gig.

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“So remember your boss, work colleagues, and hiring managers can see your most polarizing tweets, even if they aren’t following you. And even if your public Facebook profile looks like Fort Knox, anyone can see images you’re tagged in by using graph search. Typing “photos of person’s name” into the search window reveals hidden pictures. Test it out to see how creepy it is.”

Voce Insight – If you’re surprised at what you can find out about your classmates online, just remember that the same might be said of you. Nothing is safe once posted online, and neither are your job prospects if you over-share.

“Based on the screenshots we’ve seen, Facebook is letting users opt for anything from 1 hour to 7 days, after which the given status update will self-destruct and disappear from view.”

Voce Insight – This (possible) new feature might have some interesting applications for communications professionals marketing a brand. Having the option to make a post time-sensitive may drive more engagement. However, it should be said that any content on Facebook is already fairly ephemeral. Everyone’s news feed is an never-ending river that will quickly take your post downstream and out of sight. Focusing on creating quality content that people will remember long after should still be the primary goal.

“Public relations is an exciting and dynamic field. It’s also very competitive, so if you are fortunate enough to land a job interview you want to make sure you’re well prepared. Since public relations is all about generating publicity and making a strong impression, you will have to do some PR of your own when being interviewed. Here are some tips to keep in mind.”

Voce Insight – Presentation: Public relations job interviews are essentially presentations. You must engage the interviewers and get them interested in what you have to say. Your presentation is your own personal PR.

“When you don’t have much to do, there is no harm in asking! This may seem somewhat daunting at first, depending on what kind of relationship you’re building with your supervisor, but it will make your internship much more worthwhile and your supervisor will appreciate your enthusiasm and proactivity.”

Voce Insight – Even if your internship isn’t turning out the way you dreamed, it’s important to keep your chin up and make the most of your situation. Stay productive by developing your personal brand during downtime through blogging, educational Twitter chats, etc.

“Unlike college, in the ‘real world,’ there are no As, Bs or Cs. New employees soon learn that it’s only pass/fail. Most entry-level employees receive less training now than at any point over the past 20 years. Employers expect you to hit the ground running — already expert in the position you’re expected to fill. So, don’t over-reach for a job that requires more skills than you currently possess.”

Voce Insight – The harsh reality of your first job is that nobody is going to spoon-feed you and hold your hand. Didn’t meet that deadline? Your boss isn’t going to fall for the whole “it got lost in email” excuse that used to work on your professor. A first job is about working extremely hard to prove yourself as a valued employee, even if the work you’re doing isn’t exactly glamorous.

“Many young people finish high school or college and wrongly assume that they’ll love every aspect of every job they’ll ever have. The truth is… that isn’t going to happen. Literally no one loves every part of his or her job. That’s okay. The trick is to figure out the parts you love and the parts that you don’t like that much, and then come up with ways you can make the icky parts more fun.”

Voce Insight – One of main complaints about millennials is that “they always feel entitled.” When it comes to your career, put the entitlement aside. No boss wants to deal with an arrogant, elitist personality, and they definitely won’t want to promote one. Work your way up from the bottom, by proving your worth time and time again. It helps to keep perspective- “it’s not about what your company can do for you, it’s what you can do for your company.”

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Social Media

Twitter wants you to shop while you tweet. Starting Monday, the short-messaging service is going to test “buy” buttons in tweets. A small percentage of U.S. users will see the buttons in the Twitter apps on iOS and Android.

Voce Insight – With around 271 million monthly active users, and over 500 millions tweets sent per day, it’s no wonder Twitter wants to make those transactions into the kind with dollars. There’s also serious money to be made for all involved, if it catches on.

“Of the 5 major social networks studied – Facebook, Twitter, Google+, Pinterest, and LinkedIn – Facebook dominated with 81.9% of the total shares generated. Interestingly, though, of the most-shared articles on Facebook, only 36% were deemed to have positive sentiment, as opposed to 47% negative (with the remainder neutral).”

Voce Insight – Automated sentiment categorization should almost always be taken with a grain of salt. While the stats are very interesting it’s entirely likely there are false positives all over the place in this study. Taking the numbers at face value, though, it shows that people are turning to social networks to largely voice gripes, complaints and other discontent, which runs in the face of both the upbeat content that comes from Upworthy and other sites as well as how much of the engagement on these networks is geared toward a positive sentiment.

“Now, Facebook is adding a pair of YouTube-like features. In an update that will start rolling out this week, Facebook users will be able to see how many views a video on Facebook has received, something that’s been part of YouTube’s service for years. On Facebook, view counts will be shown on public videos to help people discover new, popular videos. Another feature, which Facebook is currently testing on mobile, displays related videos after users finish watched a clip (also a longstanding YouTube capability).”

Voce Insight – Facebook continues to make a play for being publishers’ default video outlet, adding metrics and features to the player. There are also reports that native videos perform better in the News Feed, reaching more people than embedded YouTube videos.

Public Relations

“Remain polite regardless of the reporter’s response. Reporters will react better to a discussion about factual errors than a differing opinion, but you’re welcome to make your case if you believe his view lacks perspective. If the reporter got a key fact wrong, you’re entitled to request a correction.”

Voce Insight – When a journalist reports about your company or organization in a negative way, it’s easy to let emotions run high. Instead of reacting emotionally, calm down and work out what you can do to fix the issue rationally. Oftentimes, once your emotions calm down, you will see that the situation isn’t as drastic as it seems.

Voce Insight – Though PR is often not an easily quantifiable profession, you can learn a lot about the impact of your message by finding how many people saw it, how many people stuck around long enough to take it all in and how many people started talking about it themselves. Putting numbers behind your efforts is an invaluable tool in proving the worth or your work.

Career

My first job was at a management consulting firm. Though I did not particularly enjoy the two years [I spent there], I learned a lot of things that have been helpful as my career has progressed. Below are a few of the main points.

Voce Insight – Maybe one of the only answers left out of this interview is about the all the questions you should be asking your more senior co-workers. Ask questions, listen first and then apply those insights to your work.

“Being evaluated can be nerve-racking—no one likes to hear negative things about the work they did—but be open-minded about constructive criticism. Feedback or constructive criticism can help you improve in your next job or internship; internships are for learning from mistakes. If you worked hard all summer, there will likely be more talk of what you did well than what you did not.”

Voce Insight – Even if you don’t receive an immediate job offer from an internship, having that experience on your resume is extremely valuable. Listen to the feedback from your internship manager. It may be tough to hear criticism about your performance, but it will help you learn what professional qualities you need to develop for your next internship or gig.

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Social Media

“National Geographic is the king of the social media jungle, according to a top 10 list released by Shareablee. The New York-based digital data company has ranked NatGeo as the most effective publisher in the social space for the month of July, with 46.4 million engagements on Facebook, Twitter and Instagram.”

Voce Insight – While this certainly isn’t the entirety of their strategy there’s a lot to be said about taking advantage of steady access to amazing photography. National Geographic sits on a treasure trove of high-quality pictures and so is perfectly positioned to thrive on a social web where visuals are the native language.

“Social media now represents an opportunity for PR practitioners and marketers to establish themselves as strategic leaders, with one eye on business goals and the other on budgets and resources.”

Voce Insight – You can’t get to the top without working your way up from the bottom. An effective social media strategist should be knowledgeable about the processes across all levels of the business. You can’t build a successful social media strategy if you do not know the ins and outs of the business, and what their specific customer needs are.

“As pointed out by a few people yesterday and this morning, including Re/code’s Peter Kafka, Twitter looks like it is testing a feature that makes favorites (faves, if you prefer) appear in other people’s timelines…just like a retweet.”

Voce Insight – This might be the first move Twitter makes to a more algorithmic Timeline, and many have pointed out that Twitter’s FAQ has already been updated to include things like this. But while it’s already causing much hand-wringing among power users, for whom this is a major change, it’s something that could help Twitter attract and maintain more new users and clear up some of the confusion that often keeps them from participating.

Public Relations

“The ice bucket challenge’s phenomenal success is making other charitable organizations rethink how they connect with a younger generation of potential donors. Since the ALS Association began tracking the campaign’s progress on July 29, it has raised more than $53.3 million from 1.1 million new donors in what is one of the most viral philanthropic social media campaigns in history.”

Voce Insight – The ALS Ice Bucket challenge’s success is due in large part to the online connections of many people, rather than any one individual or public relations executive. The fact that it’s difficult to trace the origin of this viral sensation underscores this point nicely.

“The challenge today for public relations is adjusting to the constant drum of news from social media and mobile. No longer are episodic, big budget launch campaigns the ticket to success. Instead, brands must widen the net and maintain an always-on presence. This means using a combination of third-party validation, along with branded content and social.”

Voce Insight – Though reaching out to a select number of influencers with your message is certainly important, it should be remembered that the end goal is always to get the greater public talking to you and amongst each other.

Career

“With 92% of companies using social media in their hiring efforts, job seekers can’t afford to overlook social as a vital resource in the job search. While you’re busy job searching, employers are leveraging online resources to find candidates just like you.”

Voce Insight – Treat your job hunt as a client project (you’re the client!), using social media as one of your primary means of communication. That way, you’ll be able to reference your skills in the interview, and companies will see them as more than words on a resume.

“Work is stressful, especially for PR pros. It’s in the nature of the job, and the stress is well-documented. According to Forbes, the PR professional has the world’s sixth most stressful job, keeping company with enlisted military personnel and airline pilots.”

Voce Insight – A short memory for failure (remembering only the lessons learned) and an always optimistic mind frame are imperative for success in PR. Stress is going to visit you during your PR career, but so will success. Sharing both with your colleagues will keep you even-keeled.

“Microsoft Excel is one of the most-used tools at a public relations agency, but I spent little time in it as an undergraduate and instead focused on writing and learning AP style.”

Voce Insight – While having an education in PR is beneficial, there are many things you don’t learn in college that could benefit you for a career at a PR agency. Microsoft Excel is an extremely vital program that is used in agencies, and it’s good to know how to use it before entering the work field. Money matters! In undergrad, most college students aren’t taught how to manage reports and budgets. In reality, it’s important to know how to navigate finances.

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Social Media

“Treading carefully online should start even before you step foot on campus. According to a 2013 survey by Kaplan Test Prep, more college admissions officers than ever are conducting Google searches of applicants (29 percent) or are visiting the applicants’ social networking profiles (31 percent).”

Voce Insight – Social media is great for bringing people together and sharing life events. However, it’s important to distinguish what should or shouldn’t be posted on the internet. In such a public forum, it’s easy for a seemingly innocent tweet or message to turn into a huge controversy.

“The new metrics, like impressions, reach and engagement, will provide data to marketers almost in real time. The program is being rolled out to Instagram’s several dozen ad partners, including Levi’s, Hollister and Taco Bell. The Facebook-owned photo platform plans to roll out the program to all potential advertisers in the coming months.”

Voce Insight – Instagram is a veritable powerhouse in social media, so it’s no wonder that advertisers want more options to get through to a growing audience. However, Instagram still doesn’t offer a way to embed hyperlinks with photos, which would allow marketers to invite that audience anywhere online from the platform.

Public Relations

“Truly know who you are pitching to. Do not send out a generic pitch in a big group email blast; analyze and assess the work of each journalist you are pitching to individually before you pitch. Time needs to be spent on this process and few publicists actually take the time to do it.”

Voce Insight – If you only spend half a minute investigating a reporter and what he or she covers, they’re likely to spend about the same amount of time reading your pitch. Researching what would interest a particular reporter is much more likely to produce a positive outcome.

“When it comes right down to it, companies still turn to true PR pros when they realize there are certain things that only the true PR pro can do with aplomb. Here are the top 10…”

Voce Insight – Most people don’t understand what skills a PR professional provides to companies and clients in need. A DIY approach to PR may seem like a more affordable option at first, but nothing can compare to the knowledge and years of experience from a seasoned PR professional.

Career

“Here’s one of the most important things to remember when it comes to networking; it’s a two-way street. This means that whenever you meet someone, you need to ask them as much as possible regarding their business, as well as informing them them about yours.”

Voce Insight – Networking is one of the most important aspects when it comes to getting a job and career development. The people you meet at a networking event may be your key to landing that first internship, or an even better gig down the road. Start networking early in your college years, so you’re not desperate for contacts senior year.

Internships can give you an edge in some cases, but is an internship right for you? It’s a reasonable question – whether internships lead directly to full-time opportunities at the same company, particularly through the lens of specific fields of study. Given how difficult it’s been for recent grads to get full-time jobs in this economy, we wanted to provide some insights into the trends around internships by mining the data in over 300 million LinkedIn member profiles to answer two questions.

Voce Insight – Joining a company as an intern gives you the opportunity to gain invaluable experience by working hands-on in a professional environment. However, many are hesitant to accept internships, as they want to nail down a full-time job right off the bat. This report highlights the trends in how many internship opportunities turn into full-time gigs, categorized by industry.

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Social Media

“…now, when someone shoots you a Pin, you’ll be able to reply with a message or send a Pin back! More good news: you can also send Pins and messages to multiple people. Say you’re organizing a camping trip with friends—try sending Pins to the whole gang so you can figure out where to go and what meals to make. If you need a reminder of who’s bringing what, just pull up the conversation right from your notifications.”

Voce Insight – Adding a messaging feature will certainly encourage users to spend more time on the platform, and could prove to be a valuable feature for some. But does Pinterest risk overcomplicating its user interface?

“Over the past year, Instagram has become a popular channel for fashion brands to introduce new campaigns. (See: Oscar de la Renta, Prabal Gurung, Calvin Klein, Barneys New York.) Now, InStyle is taking the concept a step further by using social photo sharing platform Snapchat to reveal its big September cover.”

Voce Insight – This is one of the first major forays into marketing on Snapchat, a platform certainly less used by brands, for now. However, if marketers can embrace the time constrained, self-destructing messages, they could share some coveted “teasers.”

“Promoted Video builds upon the Twitter Amplify program, and brings a new set of video tools to high-quality content producers. By using Promoted Video, it’s easy for brands to upload and distribute video on Twitter, and to measure the reach and effectiveness of this content.”

Voce Insight – In addition to the video ads, Twitter also mentions an expansion of the reach of their native video uploading service. It will be interesting to see how the performance of embedded YouTube videos compares to the natively-uploaded videos.

Public Relations

“When filling open positions at your PR firm or company, you want to choose individuals who not only have the necessary skills, but the willpower to live up to their potential. That said, it can be difficult to identify the best traits in a potential candidate.”

Voce Insight – Boiling down big ideas (like must-have qualities of PR pros) is difficult to master, and could probably also be number six on this list.

“The new semester is the perfect time to develop time management skills that will support you in your career. If you prefer digital, start using Google Calendar to sync your activities across your devices. Being informed will give you an added advantage in class and in your career. Create time in your schedule, between classes, work and homework to read PR and marketing news.”

Voce Insight – Choosing to major in PR is a step in the right direction for your career. However, getting a job in PR is extremely competitive. Stand out from other job applicants by making the most of your college years. Now isn’t the time to be lazy, it’s time to work hard and set yourself apart from other candidates.

Career

“Employers prefer to hire someone they already know, or who is known to a trusted contact such as an existing employee, rather than throwing the job open to candidates unknown to them. Consequently, restricting your job search to jobs boards means you could miss out on job opportunities.”

Voce Insight- Everyone has heard the phrase, “it’s not what you know, but who you know.” Now more than ever, it’s important to make personal connections with people in your future career field. A personal connection doesn’t make up for a lack of knowledge or skills, but it may go a long way to setting you apart from other equally qualified candidates.

“The phone rang; the letter came. You didn’t get the job. And you thought you nailed that interview…or maybe it didn’t go so well after all. Hey, don’t let it get you down! Here are five things you can do to turn a job interview rejection into a positive professional relationship.”

Voce Insight – With a great deal of the working world on Linkedin, it’s easy to see how everyone is interconnected. Just because a company chose someone else this time around, it doesn’t mean that relationship loses value. Thanking them for their time and keeping your head up could result in an opportunity further down the road.

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Welcome to the Voce Student Weekly Reading, your guide on the latest communications industry trends, job listings and career information. It’s everything you need to know to go from aspiring communications professional to interview-ready applicant!

Social Media

“The social platform, which is known for subtly trying out new features among a small pool users, is experimenting with its core feature: the follow system. This week, a Twitter user reported seeing tweets in his feed from an account he didn’t follow, because that account was followed by someone he did follow.”

Voce Insight – Suggested Twitter content for new users could help them become more engaged, but Twitter also risks irking existing users. Adding to the already considerable noise on Twitter might be a bad idea – but this is why the company is “testing” and not “implementing.”

“bethere is designed from the ground up to help you socialize with friends better. It lets you share where you’re going to be, and see where everyone else will be too – think of it like ‘checking in to the future.’”

Voce Insight – bethere sounds like a direct competitor to Foursquare’s Swarm, which was created to help users make location-based plans with their friends and also features a check-in component, as Foursquare once did. It will be interesting to see the growth in location-based planning apps like these two.

“If you’ve been telling people who visit your brand’s Facebook page, or apps on your page, to “like” those things to get coupons, enter contests, or otherwise earn special rewards they wouldn’t otherwise get, you have until Nov. 5 to stop.”

Voce Insight – Everyone will like your free stuff, but it doesn’t mean they like your brand. Emphasis should always be placed on quality content that garners genuine interest, rather than schwag and artificial likes.

Public Relations

“Soft language can ruin your pitch regardless of how well-intended it might be. My favorite example of soft language is from a student’s resume I received for an internship. To dress up the description of a waitressing job, she noted she excels in suggestive selling.”

Voce Insight – Honesty and economy with words will be appreciated by your readers. Being direct increases the chances of your message being received and understood.

“Writers are receiving more pitches than ever. At some top-tier publications, writers receive more than 38,000 emails each year, and two-thirds of those emails are from people vying for press attention. About eight percent get pitched more than 100 times. With that much volume, it’s easy to see why every pitch isn’t going to make the cut.”

Voce Insight – In order to save journalists time and foster good relationships, first know what they write about before reaching out. Second, get to the point quickly in your note – what product or service are you pitching? How much does it cost? Is is available yet?

Career

“Your goal for every networking event is to turn initial contacts into valuable relationships. In order to make this happen, you must overcome the discomfort associated with networking. You also have to be willing to introduce yourself to individuals and make a name for yourself.”

Voce Insight – Remember that everyone at a networking event is looking to make a connection. Keeping in mind that the potential employers you’re meeting don’t want to see you fail makes it easier to talk with confidence.

“LinkedIn has a huge user base that you can’t just turn you back on and it is indeed a good way to connect with other professionals. It’s also not starved for features and here are three that can help you interact with your connections better.”

Voce Insight – Finding how few degrees of separation there are between brings people together. Moreover, putting a familiar face and a name (and possibly a recommendation) next to your own creates trust from potential employers.

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As in years past, Voce Communications marked another CES with its Annual CES Dinner, a gathering of Voce clients, employees and the top tech journalists in the industry. Far away from the crowds at the Las Vegas Convention Center, the event offers a reprieve from the CES hustle and bustle, while providing a chance to spend time conversing with peers and catching up with friends over great food and drink.

This year, the lounge at Koi inside Planet Hollywood was taken over by our clients from PlayStation, Applied Materials, Sony Entertainment Network and SanDisk, with more than 30 tech journalists from outlets such as The Wall Street Journal, Los Angeles Times, USA Today, CNET and others.

In memory of Amelie LeMoullac, one of our beloved family members here at Voce/Porter Novelli. We miss you dearly. We will miss your smile, your humor, your wit and your friendship. You are irreplaceable and unforgettable.